Course Overview

Course summary

This Masters degree offers a strategic perspective on marketing management, a discipline that is increasingly being seen as critical to success in achieving business goals, and as a core function in many organisations. Students will gain knowledge and practical skills that are essential to various positions in marketing and strategic planning in a global environment. Depending on your choice of modules, your final award could be either Master of Arts (MA) or Master of Science (MSc).

Students on this course are eligible for a one-year Membership of Chartered Institute of Marketing (CIM) and access to a range of CIM resources and professional and networking events.

You will develop a strategic perspective and broaden your existing understanding of marketing and its integration into an overall corporate strategy and structure. You will hone your capacity for analysing complex marketing and business situations and reaching decisions on appropriate courses of action. You will also improve your career prospects in marketing and general business areas.

A highlight for many students is the residential weekend organised as part of this course – a weekend away combining presentations and workshops with great opportunities to network and get to know your fellow students.

Students on this course benefit from free access to part of the material on the course reading list.

Fast-track Marketing Management MA/MSc

A fast-track route to the Marketing Management MA qualification is available for holders of the CIM Level 7 Postgraduate Diploma in Marketing (or equivalent). Holders of this qualification will be exempt from all but two modules:

Course structure

Core modules – MA

This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain.

Recognising that global distribution channels are a major contributor to environmental degradation the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

This module will focus on creativity and innovation in marketing and its impact on increasing the competitive edge of organisations (across all sectors). You will also explore the complexity of the creative process and innovation at the individual, group and organisational levels as well as assess the competencies of a 'creative' / 'innovative' manager.

The dissertation displays your mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies.

This module develops competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide students with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

Core modules – MSc

This module covers the management of two essential elements of the marketing mix. You will consider the design of distribution channels with particular emphasis on identification of alternatives available to marketers. The strategic aspects of price to the end consumer are also examined in the context of pricing through the distribution chain. Recognising that global distribution channels are a major contributor to environmental degradation, the module examines the sustainability and ethical issues involved in distribution and the impact of these issues on product pricing.

Modern marketing communications are characterised by increased use of digital technology, increased globalisation, increased media fragmentation and proliferation, all leading to an increased need for integration. These themes will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week, and you will be expected to contribute to class discussion.

The Dissertation displays mastery of a complex and specialised area of knowledge and skills, employing advanced knowledge drawn from the taught modules and independent research, in developing your ability to analyse and investigate marketing issues and problems.

Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. This knowledge forms the basis of marketing strategies. This module develops your competency in the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.

This module deals with the management of an organisation's core product offering, and examines the key concepts and tools for managing brands as strategic assets in achieving business and marketing goals.

A significant and growing field in the marketing profession is the use of analytics to inform managerial decision making. Although 'analytics' seems to be a catchphrase that encompasses anything having to do with numbers, marketing analytics comprises the processes that enable marketers to evaluate the success of their marketing initiatives by measuring their performance. Therefore, marketing analytics can offer profound insights into customer preferences and trends.

The contemporary, boundary-free marketplace is characterised by uncertainty and unpredictability, due to both technological advancements and rapid changes in the competition structure.

This module aims to provide you with a deep understanding of the discipline of strategic marketing management in the international context, while an appreciation of the varied strategic tools will guide you on how to integrate these elements to form a coherent marketing strategy.

Programme Specification

Course Leader

Principal Lecturer

Donna first came to the UK in 1992 to study a Master’s in international marketing. Before this, she worked for Avon in Taiwan for two years as Sales Estimator, Product Line Controller and Brand Planner. She went on to study for a PhD and work as Postdoctoral Research Officer at Newcastle University. She joined the University of Westminster in 1998 and has been involved in the Marketing Management MA/MSc ever since.

Donna is most passionate about teaching marketing research. Her research interests lie in the factors influencing consumers’ decision-making, behaviours and consumption, and the impact of marketing communication on consumers and society as a whole. Her most recent published paper is on consumers’ willingness to pay for ethical attributes.

“Marketing research is the area I feel most passionate about. I believe logical thinking and careful consideration help solve a lot of problems in our daily life as well as in business.”

Entry Requirements

Applicants should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours or international equivalent) and demonstrate interest and motivation in the subject area. Exceptionally, non-graduates with significant practitioner experience (roughly 4 years) of marketing management will be admitted. Directly relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.

If English is not your first language, you will need an IELTS score of 6.5, with a minimum score of 6 in each element. The required level at TOEFL is 600 or 250 for the computer-based test or 92 in IBT. In addition, full consideration is given to applications for Accredited Prior Learning (APL). This is particularly relevant for students who have partially completed a relevant Masters programme in another country or may have significant, relevant work experience, but no first degree.

The student's prior learning claim is mapped against the learning outcomes of the course. The decision on a claim rests with the Admissions Tutor or Course Leader, subject to confirmation by the Dean of School, Head of Department, or a nominee and ratification by the APL Board. Students must enrol on the course before a claim for APL can be considered.

Applicants should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours or international equivalent) and demonstrate interest and motivation in the subject area. Exceptionally, non-graduates with significant practitioner experience (roughly 4 years) of marketing management will be admitted. Directly relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.

If English is not your first language, you will need an IELTS score of 6.5, with a minimum score of 6 in each element. The required level at TOEFL is 600 or 250 for the computer based test or 92 in IBT. In addition, full consideration is given to applications for Accredited Prior Learning (APL). This is particularly relevant for students who have partially completed a relevant Masters programme in another country or may have significant, relevant work experience, but no first degree.

The student's prior learning claim is mapped against the learning outcomes of the course. The decision on a claim rests with the Admissions Tutor or Course Leader, subject to confirmation by the Dean of School, Head of Department, or a nominee and ratification by the APL Board. Students must enrol on the course before a claim for APL can be considered.

More information

Careers

As a Marketing Management postgraduate, you can look forward to excellent career prospects in both UK and international specialist agencies and within in-house marketing departments.

With the MA/MSc Marketing Management, you will be particularly well-placed to pursue marketing opportunities with organisations who want marketing specialists with business analytical skills. And with the MSc, you'll also be well-placed to pursue opportunities with organisations involved in technical or financial products.

During your study, you will be offered one-year Chartered Institute of Marketing (CIM) Affiliate Professional Membership and opportunities of attending the CIM professional development and networking events which are accredited towards your CPD.

Our Careers and Employability Service is here to support you to achieve your full potential.

With a growing network of over 3,000 employers around the world and a team of experienced careers consultants, we provide you with a variety of opportunities to work and develop new skills. As a University of Westminster student, you’ll have access to our services throughout your studies and after you graduate.

Facilities

Learning platform

Meeting spaces

Library

Classrooms

Bloomberg Suite

Group study zone

Cafe

Find out more

Course Location

Our Marylebone Campus has benefitted from a multi-million pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to the Faculty of Architecture and the Built Environment and Westminster Business School. For more details, visit our Marylebone Campus page.